Ansoff Matrix

Using The Ansoff Matrix to Develop Marketing Strategy


The Ansoff Matrix was developed by Igor Ansoff and initially published in the Harvard Business Review. It is a core business strategy tool, taught in business schools to MBA students and utilised throughout businesses globally. Ansoff suggested that there were effectively only two approaches to developing a growth strategy; through varying what is sold (product growth) and who it is [...]

Using The Ansoff Matrix to Develop Marketing Strategy2020-11-19T12:44:31+00:00

Marketing Mix Continued: Product Portfolio


Of course most companies have a variety of products and will have products at different stages of their life cycle. The marketer who is planning future growth needs to look across their product range and assess the growth options (see the Ansoff matrix) and review their product portfolio to see what future needs will be in terms of product development. [...]

Marketing Mix Continued: Product Portfolio2016-12-10T17:16:22+00:00